As a business owner or marketing professional, you’ve likely mastered the art of sales copy. However, when it comes to getting media coverage, those same writing skills could actually work against you. Here’s why: press releases and journalism require a completely different approach than sales copy.
Before diving into press release writing, let’s explore the fundamental steps to thinking and writing like a journalist.
Understanding Your Media Landscape
The first and most crucial step is to immerse yourself in local media. Study your target outlets:
- Read your local newspapers consistently
- Watch local news stations
- Listen to radio news broadcasts
- Analyze the types of stories that get coverage
- Identify which experts these outlets frequently feature
Differentiating Between News and Feature Stories
Journalists typically work with two main types of stories:
News Stories: These pieces typically localize national trends or issues. For example, during flu season, you might craft a story about local impact and prevention measures, including expert advice on distinguishing between cold and flu symptoms.
Feature Stories: These focus on highlighting noteworthy people, innovations, or developments in your community. This could include introducing a new specialist physician to a small town or showcasing unique medical equipment that benefits local patients.
Know Your Pitch
Understanding what constitutes newsworthy content is essential. Remember: a press release is not a sales pitch. Instead, focus on how your story provides value to the community and aligns with the outlet’s typical coverage.
Master AP Style
The Associated Press Stylebook is the journalist’s bible. While not every publication follows it strictly, AP style remains the industry standard. Take time to:
- Familiarize yourself with basic AP style guidelines
- Contact local editors to confirm their style preferences
- Regularly reference the handbook when writing
Craft Compelling Quotes
The final step is mastering the art of quotations. Strong quotes can:
- Tell aspects of the story that narrative alone cannot convey
- Provide authentic voices and perspectives
- Add credibility to your piece
- Create emotional connections with readers
When crafting quotes for press releases, always ask yourself: “Does this quote tell part of the story that can’t be told any other way?” If not, it probably needs revision.
The Art of Crafting Quotes: Examples and Analysis
Scenario: A local medical clinic has acquired a new MRI machine
Poor Quote: “Our new MRI machine is really great and it’s going to help a lot of patients,” said Dr. Smith, Medical Director. “It cost us $2 million, and it’s the best on the market. Patients should definitely come to our clinic to use it.”
Why it’s poor:
- Uses generic descriptors (“really great”)
- Focuses on sales/marketing language
- Includes pricing (which dates the story)
- Contains no specific benefits or impact
- Lacks emotional connection or human element
- Uses weak words like “really” and “definitely”
Compelling Quote: “Until now, patients in our rural community had to travel three hours to the city for advanced imaging, often delaying crucial diagnoses,” explained Dr. Sarah Smith, Medical Director. “Just last week, we identified a treatable tumor in a local teacher within hours of her scan – care that previously would have taken weeks to access. This technology isn’t just about better images; it’s about giving our neighbors the same level of care they’d receive in major metropolitan areas.”
Why it’s compelling:
- Provides specific context (three-hour travel time)
- Includes a real-world example
- Addresses community impact
- Shows tangible benefits
- Creates emotional connection
- Avoids promotional language
- Uses active, specific language
- Tells a story that the narrative alone couldn’t convey
The compelling quote works because it focuses on the human impact rather than the technical specifications or business benefits. It helps readers understand why this development matters to the community, making it more likely that an editor will include it in their story.
Remember, these fundamentals are just the beginning of your journey into journalism-style writing. The key takeaway? Leave your sales pitch mindset behind when writing press releases. They serve different purposes and require distinct approaches.
By following these steps and maintaining a clear distinction between sales copy and journalism, you’ll be better equipped to create press releases that editors actually want to publish.
Need Help Getting Media Coverage?
If you’re struggling to get journalists to pick up your press releases or secure media placements, you’re not alone. I help businesses transform their promotional announcements into newsworthy stories that editors actually want to publish – moving beyond sales pitches to create compelling narratives that serve their audience.
🎯 Book a free 30-minute press strategy session with me. We’ll analyze one of your recent press releases or media pitches, develop an action plan to make your stories more newsworthy, and create a roadmap for improving your copy together. Let’s turn your expertise into copy that converts.